SERVICE QUALITY IMPROVEMENT FOR UNIVERSITY’S s TAKEHOLDERS

Abstract

Campus service is as important service as any organization. Campus service must be able to provide a high standard of services to all, especially its stakeholders. In fact, service quality is one of the most valuable factors for the growth and expansion of modern universities. Important service was designed that customers and stakeholders to visit and finish their tasks at one location immediately with high standard quality of service. Hence, it is vital to implement an acceptable SERVQUAL model which have five dimensions: reliability, assurance, tangible, empathy, and responsiveness. Therefore, the objectives of this research study were to investigate the level of satisfaction of stakeholders who use service at Suan Sunandha Rajabhat University in five important dimensions as well as to offer some suggestions to enhance the standard service quality of the one stop service in campus. This research used a mix research method of both quantitative and qualitative research technique in order to obtain the results for the research questions and research objectives. A total of 100 students and 100 non-students who came for services at the second quarter of the year 2018 was conducted. About ten students and ten non-students who often came for the service was chosen to participate an in-depth interview to provide more information of how to improve service to meet with their expectation. Statistical analysis was performed by utilizing SPSS and Excel program. Percentage, mean, and standard deviation were used for statistical data analysis and findings. The findings of this investigation of the level of satisfaction revealed that the majority stakeholders reported that they had a very high level of satisfaction on two dimensions of reliability, tangibles, and assurance, while many had a medium level of satisfaction on empathy and responsiveness. From the study, it confirmed if provider of service get these five dimension right, customers will be high satisfy and then, become customer loyalty. The suggestion from the study were to improve the empathy and responsiveness from the medium level to high level of satisfaction by showing individual attention to each customer and willing to help customers and provide prompt services